I was at E3 so I actually got to hold both controllers.
I prefer the analog in the primary position so I like the XB1 pad more, but the new Sony controller is an improvement over the DS3 in comfort.
The XB1 d-pad is a good improvement from the 360 one. I like the triggers on the XB1 pad better than the PS4 one too.
The PS4 pad looks cooler though, lol, especially with the light at the top.